Elizabeth Arden is an American cosmetic, skincare and fragrance brand with over 100 years of history. The brand name comes from the name and surname of the founder. Elizabeth Arden believed that being beautiful was the natural right of every woman. The brand has changed the approach to makeup and skincare in beauty industry. She promoted the concept of Total Beauty, which says that beauty should result from skincare, nutrition and fitness, while makeup should only to enhance the beauty, not mask the skin. The brand is also known for its fragrance products. The first perfume has been introduced on the market in the 1930s.